Method and apparatus for distributing promotional material to a user in a commercial sales outlet

ABSTRACT

A digital department system is disclosed. The digital department system of the present invention includes a network management center, a network operating center that is coupled to the network management center, a multimedia server, a multicasting transmission medium coupling the network operating center and the multimedia server, a listening post coupled to the multimedia server by the network, and one or more audio/video display capable of displaying video and capable of playing audio, the audio video display coupled to the multimedia server by the network. The audio and video content are stored in digitized files on the multimedia server for distribution throughout the site via the network.

CLAIM OF BENEFIT FROM PRIORITY APPLICATIONS

This application is a Divisional Application of and claims the benefitof priority from U.S. Ser. No. 09/602,559, filed Jun. 23, 2000 now U.S.Pat. No. 6,654,757 by inventor Michael R. Stern, which is a DivisionalApplication of U.S. Ser. No. 09/130,900, filed Aug. 7, 1998 now U.S.Pat. No. 6,553,404 by inventor Michael R. Stern, which claims priorityunder 35 U.S.C. §119(e) to Provisional Application Ser. No. 60/055,708,filed Aug. 8, 1997 by inventor Michael R. Stern, all of which arecommonly-owned and are incorporated herein by reference in theirentirety and for all purposes.

CROSS-REFERENCE TO RELATED U.S. PATENTS

This application is related to the following commonly-owned U.S.patents, all of which are incorporated herein by reference in theirentirety and for all purposes:

Number Issue Date Inventor(s) Title 6,539,417 Mar. 25, 2003 SternReconfigurable audio- visual previewing sys- tem and method of op-eration 6,366,914 Apr. 2, 2002 Stern Audiovisual content distributionsystem 5,990,879 Nov. 23, 1999 Mince Method and apparatus fordynamically ar- ranging information in a presentation sequence tominimize information loss 5,815,471 Sep. 29, 1998 Mince et al. Methodand apparatus for previewing audio selections 5,084,768 Jan. 28, 1992Stern et al. Method and apparatus for previewing re- corded information

CROSS-REFERENCE TO RELATED U.S. PATENT APPLICATIONS

This application is related to the following commonly-owned U.S. PatentApplications, all of which are incorporated herein by reference in theirentirety and for all purposes:

Number File Date Inventor(s) Title 09/130,998 Aug. 7, 1998 Stern Methodand Apparatus for Distributing Audiovisual Content 10/420590 Apr. 21,2003 Stern Method and Apparatus for [044191- Cataloguing and Scripting0302228] the Display of Informa- tional Content 10/420589 Apr. 21, 2003Stern Method and Apparatus for [044191- Gathering Statistical 0302229]Information about In-Store Content Distribution

BACKGROUND OF THE INVENTION

The present invention relates generally to a method and apparatus forthe distribution of audiovisual content to consumers. More specifically,the present invention audiovisual content to consumers, wherein theaudiovisual content is related to a given product's content oradvertising regarding the product.

Commercial television and radio have been recognized as a powerful andefficient medium for broadcasting advertising and entertainment contentto a large, widely dispersed audience. As a result, television and radiohave traditionally garnered a major share of advertising budgets.However, due to a variety of factors, advertising revenues for thesemedia outlets have been dropping over the past several years, a trendwhich is expected to continue. One major drawback of television andradio advertising is the failure of these media to do more than delivera large number of impressions to a large and relatively undifferentiatedaudience. Advertising dollars are ineffectively spent on messages thatreach the wrong audiences under the wrong circumstances. Further,national network television is well suited only for the limited numberof product categories which are truly national in scope and relativelyimpervious to regional and seasonal variation. Moreover, the cost ofmultiple regional campaigns to address such issues on local televisionor radio stations, for example, will often equal or exceed that of anational program.

Delivery of advertising and product content at the point-of-purchaseaccomplishes what in-home television cannot, in large part because it isdirected not toward passive, unreceptive viewers, but rather towardconsumers who are actively seeking information and making choices basedon that information. Ample evidence demonstrates consumers in a shoppingenvironment are much more susceptible to audiovisual messages regardingproducts in which they have a current, specific interest than otherwise.

Indeed, with the vast quantity of available products and services, suchas for example music or video selections, a consumer is faced with aformidable task in selecting which products they may wish to purchase.Providers of goods and services are constantly devising strategies foreducating consumers about their products. This is especially true forproviders of goods and services which are complex and/or numerous.Unfortunately, consumers are often frustrated by a lack of information,which can lead to the purchase of an unintended product or service. Inother cases, the consumer may avoid purchasing a product or servicealtogether due to frustration and confusion arising from the vastquantity of available products.

However, current point-of-purchase advertising programs have severelimitations. For the most part they are based on a static, printoriented media comprised of signage or packing labels, with productmessages lost in the clutter. On site demonstrations or educationaldevices are often prohibitively expensive, take up valuable sellingspace, and are limited to a store-by-store approach.

One known system of electronic point-of-purchase advertising utilizessilent electronic dot repeating message signs, similar to reader boardsfound in major airports and brokerage houses, in the high-traffic aislesof supermarkets. Such silent reader boards, with limited two dimensionaldisplays, do not have the effectiveness of audiovisual presentations incatching and retaining viewer attention.

Another known variation on electronic point-of-purchase advertisingutilizes electronic display screens such as liquid crystal displays onindividual shopping carts which convey messages to the shopper. Suchsystems again do not have the effectiveness of audiovisualpresentations, and further require a great deal of maintenance down-timedue to their susceptibility to damage. Other known systems usesatellite-transmitted television to broadcast advertising intosupermarkets. Such systems are typically based on commercial networkprogramming, although some permit the selective customization ofpromotional messages by aisle, store, chain, geographic area ordemographic profile.

However, the efficacy of these satellite-based systems, as well as theother techniques described, depends on attracting and holding thecustomer's attention. If the information provided to the customer is notuseful or pertinent, the customer is not assisted in the purchasingdecision. Indeed, the provision of such information is not onlypointless, but detrimental, in that there is then additional sensoryinput with which the customer must contend. And while interactiveconsumer information systems exist (e.g., kiosks), such systems cannotbe quickly updated to reflect changes in inventory, product revisions,changing demographics, or the like. Because inventory, products, andconsumer preferences change, a system is needed which not only allowsthe consumer to preview product information, but also allows theinformation being previewed to be quickly and easily updated.

The above represent just a few of the shortcomings which have persistedin the field of consumer information systems A system capable ofaggregating and distributing advertising and product content, andallowing a customer to interactively preview selected portions of thatcontent is therefore highly desirable.

SUMMARY OF THE INVENTION

The present invention relates to a system for the distribution ofcontent. More specifically, the present invention provides for a digitaldepartment system that allows consumers to preview content, productdemonstrations, advertising, and other informational, entertainment, andpromotional content, automatically and in response to consumer inputs.

In one embodiment of the present invention, a digital department systemis provided. The digital department system of the present inventionincludes a network management center, a network operating center that iscoupled to the network management center, a multimedia server, amulticasting transmission medium coupling the network operating centerand the multimedia server, a listening post coupled to the multimediaserver by the network, and one or more audio/video display capable ofdisplaying video and capable of playing audio, the audio video displaycoupled to the multimedia server by the network. The audio and videocontent are stored in digitized files on the multimedia server fordistribution throughout the site via the network.

A further understanding of the nature and advantages of the presentinvention may be realized by reference to the remaining portions of thespecification and the drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

FIGS. 1A and 1B illustrate one embodiment of a digital department systemaccording to the present invention;

FIG. 2A is a view of one embodiment of an interactive endcap accordingto the present invention;

FIG. 2B is another view of one embodiment of an interactive endcapaccording to the present invention;

FIG. 2C is another view of one embodiment of an interactive endcapaccording to the present invention; and

FIG. 3 is a view of a wall-of-eyes according to the present invention.

DETAILED DESCRIPTION OF THE INVENTION

I. Introduction

In an embodiment of the present invention a new digital contentdistribution network is presented, providing commercial sales outlets ofa commercial entity expanded bandwidth for delivery of video, audio,graphics, text, data, and other types of information streams within (andalso, optionally, outside of) these commercial sales outlets. This newparadigm redefines in store merchandising in the mass merchant channeland creates a new commercial sales environment which stimulates sales byoffering customers entertainment and extensive product information in asimple, easy to use format.

A digital department system (DDS) 100 illustrated in FIGS. 1A and 1Ballows for the distribution of promotional and product content to one ormore commercial sales outlets, such as a department store, conveniencestore, retail outlet, discount outlet, or other such location.

DDS 100 is a system employing a combination of software and hardwarethat provides cataloging, distribution, presentation, and usage trackingof music recordings, home video, product demonstrations, advertisingcontent, and other such content, along with entertainment content, news,and similar consumer informational content in an in store setting. Thiscontent includes content presented in MPEG1 and MPEG2 video and audiostream format, although the present system should not be limited tousing only those formats. Software for controlling the various elementsof DDS 100 preferably runs in a 32 bit operating system using awindowing environment (e.g., MS-Windows™ or X-Windows operating system)and high-performance computing hardware. DDS 100 utilizes a distributedarchitecture (preferably a distributed three layer architecture) andprovides centralized content management and distribution control viasatellite (or other method, e.g., a wide-area network (WAN), theInternet, a series of microwave links, or a similar mechanism) and instore modules.

II. Content Providers

Content may be provided from an advertiser 102, a recording company 104,a movie studio 106 or another content provider, such as other contentprovider 108. Advertiser 102 can be a product manufacturer, a serviceprovider, an advertising company representing a manufacturer or serviceprovider, or other entity. Advertising content from advertiser 102consists of audiovisual content including commercials, “info-mercials”,product demonstrations, and the like.

Recording company 104 is a record label, music publisher,licensing/publishing entity (e.g., BMI or ASCAP), individual artist, orother such source of music related content. Recording company 104provides audiovisual content such as music clips (short segments ofrecorded music), music video clips, and the like. Movie studio 106 is amovie studio, film production company, publicist, or other sourcerelated to the film industry. Movie studio 106 provides movie clips, prerecorded interviews with actors and actresses, movie reviews,“behind-the-scenes” presentations, and similar content.

Other content provider 108 can be any other provider of audiovisualcontent that can be displayed automatically or in response to a requestby a customer. For example, other content provider 108 could be acomputer software company such as a game software company, a businesssoftware company, or other such software manufacturer. Other contentprovider 108 provides audiovisual content depicting a demonstration ofthe software by a user, a “canned” (i.e., preset) demonstration of thecompany's software, an operating demonstration version of the software,or similar audiovisual content.

III. Network Management Center

Content is preferably procured by the entity operating a networkmanagement center 110 (NMC 110) via traditional recorded media (tapes,CD's, videos, and the like). Content provided to NMC 110 is compiledinto a form suitable for distribution to and display at the commercialsales outlets being supplied. This normally includes using audiovisualclips provided by the various sources and editing-down the full-lengthcontent that may also be provided by those sources.

NMC 110 maintains a catalog (database) of products for preview. NMC 110,in accumulating and compiling this information, also digitizes thisinformation and provides it to a Network Operations Center (NOC) 120 inthe form of digitized data files 122. It will be noted that data files122, although referred to in terms of digitized audiovisual content, canalso be streaming audio, streaming video, or other such information.Each product may have associated digital files containing informationpertaining to the product. Alternatively, all the information may becompiled into one file. Following are examples of the types offiles/information that may be catalogued and maintained:

-   -   Video clips (music video, movie clip, product demonstration, and        the like)    -   Liner notes    -   Date for broadcast    -   Audio clips    -   Song titles    -   Region for broadcast    -   Graphics    -   Album/artist info    -   Date to delete        The NMC system also has the capability of maintaining a catalog        of sponsor information that has been stored as digital files.        The following are examples of the types of files that can be        cataloged and maintained, although the types of files that may        be catalogued should not be limited to the following:    -   Sponsor commercials    -   Sponsor bumpers    -   Sponsor graphics

Finally, NMC 110 is capable of maintaining a catalog of items stored asdigital files that do not specifically pertain to a product or sponsor.An example of such items would be attract videos. Attract videos aregeneral promotional, informational, or entertainment videos that areintended to attract a consumer's attention while they are shopping, inorder to increase the likelihood of their utilizing the system.

All files are preferably named so that they are uniquely identifiable.For example, the file names for products can be based on that product'sUPC code, which uniquely identifies that particular product within thesystem. A software module may be used to assemble the applicable filenames for a content update into a script to be delivered with theupdate. This would support transmission schemes such as packageddelivery (using, for example, compressed files, files stored using aUNIX tar command, or the like). Of course, files may also be sentseparately.

In order to update the content of a site or group of sites, at least thefollowing information is preferably maintained for each site:

-   -   Site identifier    -   Network addresses of on-site devices    -   Routing protocol

Software, as described in commonly-owned U.S. patent application Ser.No. 09/130,998 is used to categorize, name, and catalog content at NMC110. This function is referred to herein as content cataloging andscripting. This function is used by NMC 110 to manage content and createscripts for in store playback. These may be integrated into the existingmanagement system. The distribution software may be configured to expectthis function to be performed by the operator of NMC 110. The functionsprovided preferably include at least the following capabilities:

-   -   The ability to catalog titles by UPC and type as well as related        content    -   The ability to define and specify groups and date ranges for        where and when content is active    -   The ability to define a scripted play list for video bumpers,        attract loops, and the Wall-of-eyes (described subsequently)    -   The ability to view/edit/delete/copy scripts

Data elements listed below are referenced by the distribution modulewhen compiling a distribution. The data elements that represent changesto existing tables can be added to current screen layouts for user dataentry. The DDS system's flexibility allows new tables and the requiredadditional screens to be developed by the NMC's operator, and thenintegrated into the DDS system.

The system has the ability to track titles (CD's, videos, generalmerchandise, software (including CD ROMs), and other such products) andthe cataloging/inventory information associated with them. Preferably,information be provided for each title that specifies the groups inwhich stores are located for distribution of appropriate titles issupplied to DDS 100. Additionally, DDS 100 preferably receivesinformation specifying the location of content files and scriptdefinitions that define the graphical behavior of the endcap unit (s)during attract modes and when titles are scanned. Other informationpreferably supplied to the DDS system includes, but is not limited to:data specifying text and graphic overlays for titles during video andaudio playback, text strings (or other display data) that are to be usedin the endcap attract mode, and endcap settings during audio playback.

The user interface includes several screens. The screens for user dataentry of data elements used by the distribution module include, but arenot limited to those listed in Table 1.

TABLE 1 DATA ENTRY SCREENS FOR THE DISTRIBUTION MODULE. ScreenExplanation Groups Screen for data entry of groups that are used togroup stores Store Groups Screen for user to associate stores withdefined groups Button Groups Screen for user to associate buttons(titles) with defined groups Video Text Screen for data entry of textoverlays of video clips Audio Text Screen for data entry of textoverlays during CD audio playback Video Icons Screen for data entry ofgraphic overlays of video clips Audio Icons Screen for data entry ofgraphic overlays during CD audio playback Script Screen for data entryof script definitions Attract Script Screen for data entry of attractmode portion of a script definition Scan Script Screen for data entry ofuser-scan portion of a script definition LCD Text Screen for data entryof LCD text strings in a script definition Bumper Exclusion Screen fordata entry of bumpers to be excluded for certain videos in a scriptdefinition Audio Settings Screen for data entry of endcap settingsduring audio playback

The distribution and delivery module is the software module used at NMC110 to create distributions destined for stores. The computing platformused by NMC 110 is preferably a high-performance PC-compatible desk-topsystem (e.g., Windows 95™, Windows NT 4.0™, LINUX™, or other operatingsystem running on a PC-compatible computer having at least 16 MB RAM).The module's source code is compiled into an executable, and may bewritten in any suitable computer language, although the C++ computerlanguage is preferable.

The functionality provided by this module preferably includes, but isnot limited to:

-   -   The ability to create a distribution pack or a set of content        from the existing NMC cataloging system    -   The ability to package and assign a distribution pack to be sent        to a store or a group of stores    -   The ability to verify the integrity of a distribution by        scanning for the existence of referenced files    -   The ability to send via FTP the distribution files to NOC 120    -   The ability to graphically display transmission information    -   The ability to log transmissions of distributions    -   The ability to view the transmission logs

The Database module manipulates the NMC database as well as theDistributions' table described below, among other data. Information usedby this module includes, but is not limited to, data regarding the UPCcode, the site groups, the UPC groups, the related video materials (ifany), the related audio materials (if any), and additional information,as needed, which is described further in commonly-owned U.S. patentapplication Ser. No. 09/130,998.

The interface of this software consists of a main screen with a gridlayout of existing distribution records and a mechanism to define andschedule new distributions. For example, in order to generate a newdistribution, the user can specify some or all of the following:

-   -   A target group name from the ‘Groups’ table.    -   A date when the distribution is to be sent.    -   A blank date will specify ASAP status.    -   A beginning and ending date range from which to select titles to        be distributed and/or removed from a current distribution.    -   A script definition identifier.    -   FTP address and directory or local directory for distribution        and envelope files to be transferred.

Once a distribution has been defined by user, a record in theDistributions' table is made and the following events occur. First, adistribution set is created. The system can perform a relational joinbetween the relevant tables and execute a query for title/contentidentifiers (e.g., UPC code) that match the group and date rangespecified in the ‘Distributions’ table. This set of identifiers isreferred to as the ‘pending distribution set’ and is copied into a newgenerated table that identified using the associated distributionidentifier from the ‘Distributions’ table. This table is then a recordof the content that is to be included in distribution according to theuser parameters stored in the ‘Distribution’ record. The filename andpath of this table is stored in the ‘Distribution’ record. Preferably,the system removes these files automatically when they are no longerneeded.

Next, one or more difference sets are created. For each store in thetargeted group, the pending distribution set table is compared to thestore's current distribution set table and a result difference set isgenerated. This set represents only the differences between the currentand pending distribution sets and is copied into a temporary table thatis preferably identified in part by either the group name for thetargeted group or the store identifier of the targeted store. This setis preferably the same for all the stores in a group, except in the casewhere a store has been recently added or moved to a group where it has adifferent current distribution set than other stores in the group. Insuch a case, a separate difference set is created for each newly addedstore in the group, with the file name reflecting the store'sidentifier.

Next, one or more distribution package(s) are created. Using theinformation in the difference table, the system will then performseveral actions, preferably including at least the following:

-   -   Searching for and compiling the binary content files associated        into a temporary directory structure that will mirror the in        store directory structure.    -   Creating necessary files used for textual information,        including, for example:        -   UPC.INI—where UPC is the UPC code of the CD title. This file            is required for the listening post for LCD text data when            playing audio only CD's.        -   LPx.INI—where x is the listening post number. This file is            used for attract mode LCD text.    -   Storing files in the directories as they appear on the target        machine. The system creates in temporary storage the directory        and file structure as it appears on the in store target machines        and copy content to the appropriate locations.    -   Compressing the content files, including directory information        into separate compressed files, one for each type of target in        store machine.    -   Compressing the collection of separate compressed files into a        master compressed file along with an information file on the        directions for uncompression.    -   Creating a satellite attributes (envelope) file using the group        defined in the ‘Distribution’ record's ‘Group_Name’ field in        order to compile a list of store addresses to include in the        envelope file.    -   Transmitting the file(s) by copying the files to temporary        storage area where the sender module sends the files for        transmission.    -   Receiving acknowledgment from the sites receiving the content.        The system waits for a given time interval and collects        acknowledgments from each recipient. Also performed is error        checking, during which NMC 110 is notified of any packages that        weren't sent or received. This mechanism may be effected via the        transfer of acknowledgment files.

The envelope format contains several fields that define behaviors ofpackage distributions. The various modules that handle packages in theenvelope format may contain registry entries for these settings and mayrefer to them when assembling the envelope file. Once a file istransferred successfully to NOC 120, the ‘Sent_Date’ field of the‘Distributions’ table can then be updated and the temporary datadeleted.

Thus, the software can be used create ‘distribution packs’ that targetedto specific store sites and delivered to one or more stores on ascheduled or on demand basis. The distribution packs, if used, containcontent that is intended to either replace or enhance existing contentalready present on site (unless the site's system is being initializedfor the first time, in which case the packages delivered will for thebasis of the site's initial content). Alternatively, the files may becompressed and transferred separately, or a streaming compressionprogram of some type employed.

IV. Network Operations Center

Using the file compression approach mentioned above, the new content andscript is compressed into a single file. The compressed file, along withthe above site information for each affected store, is then transmittedto NOC 120, which may be a satellite communications center, an ISP onthe Internet, a WAN hub, or other such central location. Optionally, theinformation may be distributed directly from NMC 110. Sites withidentical content updates can be designated as groups (regions), if, forexample, multiple file transfer protocol (MFTP) sessions or multicastingis used.

As will be apparent to one of skill in the art, in fact, several methodsfor distributing the information via satellite exists. Among these areinternet protocol (IP) multicasting, switched multimegabit data service(SMDS), WAN protocols, internet group management protocol (IGMP), andStarburst™ multicasting (Multicast FTP™). These methods support thebroadcasting or multicasting of promotional content to the commercialsales outlets.

One example of a multicasting technique is the Multicast File TransferProtocol (MFTP) from Starburst™. This protocol is described in greatdetail in the draft specification entitle “Starburst Multicast FileTransfer Protocol (MFTP) Specification,” (filename:draft-miller-mftp-spec-03.txt; dated April, 1998) which can be viewed atthe time of this writing at the following universal resource locator(URL) on the World Wide Web:

-   -   http://www.globecom.net/ietf/draft/draft-miller-mftp-spec-03.html,        which draft specification is incorporated herein by reference in        its entirety and for all purposes. File Transfer Protocols (FTP)        are the workhorse file transfer protocol associated with the        TCP/IP protocol suite. FTP is the file transfer application used        for pulling documents off of the Internet, for example. FTP runs        on top of the TCP transport layer. FTP relies on TCP for        reliable delivery of data, as TCP provides connection oriented        service. This means acknowledged error correction of data        transmissions and guaranteed ordering of frames.        Connection-oriented transport protocols set up virtual circuits,        where the virtual circuit makes the connection look like a        physical circuit for the duration of setup. TCP, like many other        error correcting protocols, corrects data on the fly based on        the concept of sliding windows. The transmitter sends out a        window worth of data before requiring an acknowledgment. For        maximal efficiency, the window size (i.e. the time to send out a        window worth of data) should match the round trip network delay.        If this matches, the transmitter will not have to wait for        acknowledgments but can continue to send data continuously.

TCP uses dynamic windowing, where the window size is calculated and setdynamically based on measurements of round trip delay and otherparameters such as receive buffer size. However, the delays incurred insatellite data networks can be beyond the limit of window size,especially at high transmit rates, resulting in transfer inefficiency.FTP requires the setup of two TCP virtual circuits, one for control andone for the actual data transfer. The control virtual circuit is usedfor logging in and setup of the file transfer, with the other usedstrictly for data transfer. Hosts with multitasking operating systems,such as UNIX workstations; can have multiple FTP connectionssimultaneously to multiple sites allowing files to be sent to multiplesites concurrently.

A file transfer service in the TCP/IP suite that operates on top of UDPis the Trivial File Transfer Protocol, TFTP. TFTP was designed to be avery simple alternative to FTP, and was conceived to be so simple itcould be implemented in a ROM. One big usage originally envisioned wasfor machine boot of software at startup. UDP provides a simple datagramservice for transport. No error correction is provided, although errorchecking is done, with bad packets simply dropped. Packets may bedelivered out of order. Thus, TFTP must provide the error control at theapplication layer to make sure that the file is transferred error free.

TFTP operates with a window of one with a fixed application layermessage of 512 bytes. This means that every 512 bytes of transmissionrequires receipt of an acknowledgment before the transmitter can proceedto the next 512 bytes to be sent in the file. Window of one protocolswork reasonably well when there is little round trip delay in thenetwork, for example on a LAN. But if there is significant delayrelative to the time to send a message, efficiency suffers greatlybecause the transmitter has to wait a high proportion of the time foracknowledgments.

Another file transfer protocol is based on the Multicast File TransferProtocol (MFTP). MFTP operates over UDP in the TCP/IP protocol suite. Anexplicit transmit rate is settable, allowing a known amount of bandwidthto be reserved for other applications. The protocol is efficient, withlittle performance degradation due to delays over satellite or wirelessnetworks. MFTP is designed for multicast and broadcast usage over datanetworks of all sorts including wireline and wireless WANs, and in otherscenarios where multicast and broadcast services are becoming available.

There are three basic entities defined in the MFTP protocol; the frame,which is a link layer entity and has the same meaning for MFTP as forother protocols, the block which consists of a number of frames, usuallyhundreds or possibly even thousands, and a pass, which consists oftransmission of the whole file on the first pass, and missing pieces onsubsequent passes. Clients are obliged to send acknowledgments about theprevious block at block boundaries. A selective reject negativeacknowledgment indicates those frames within the block that are missingor in error.

An MFTP transmitter does not stop and wait for acknowledgments beforecontinuing transmission. Rather, it transmits continuously until thewhole file has been transmitted, at which point it sends another “pass”consisting of only those frames that were negatively acknowledged. Athird or fourth pass may be required to complete error free transmissionto all clients. The concepts of not stopping and multiple passes resultsin acceptable file transfer efficiency. The transmitter is transmittingthe file virtually all of the time so that higher speeds can be usedthan might otherwise be possible only bad frames are resent. Performancetends to be independent of network round trip delay, which is importantfor high speed wireline, satellite, and CDPD wireless infrastructures.Multicast as well as unicast service is available when using MFTP.

MFTP has the additional capability to dynamically set up and tear downgroups and add and delete members of a group to which a file is to betransferred. This capability provides a high level of flexibility andconvenience to the user. Dynamic groups capability is able to operate intwo different network environments; multicast IP for routed networks,and multicast frame relay or multicast SMDS for bridged environments. Inthe latter case, the group is set up totally in the application layerunder control of MFTP. In routed networks, the routers route based onthe location of members of the group using the IGMP protocol describedin RFC1112, which is included herein by reference, in its entirety andfor all purposes.

V. Communications Network

NOC 120 communicates digitized data files 122 to a commercial salesoutlet 130 via a communications network 125. Communications network 125can be implemented in any one of several technologies. For example, asatellite link can be used to distribute digitized data files 122 tocommercial sales outlet 130, as described below. This allows content toeasily be distributed by broadcasting (or multicasting) the content tovarious locations. However, any response by the systems are thoselocations must be accomplished in some other manner, such as by leasedline, public telephone line, the Internet, or some other comparablemechanism.

Alternatively, the Internet can be used to both distribute audiovisualcontent to and allow feedback from commercial sales outlet 130. Otherways of implementing communications network 125, such as using leasedlines, a microwave network, or other such mechanisms, will be apparentto one skilled in the art.

As an example, FIG. 1A depicts communications network 125 as a satellitelink that includes a transmitting station 121, a satellite 127, and areceiving station 128 at commercial sales outlet 130. Also at commercialsales outlet 130 is a receiver/decoder 135. Digital data files 122 aresent by NOC 120 via transmitting station 121 to satellite 127, whichthen broadcasts this information to various locations, such ascommercial sales outlets (exemplified by commercial sales outlet 130).These commercial sales outlets receive this information via satellitereceiving systems, such as receiving station 128. The digitizedinformation is then provided to receiver/decoder 135 which thendistributes this information to various points in commercial salesoutlet 130.

Receiver/decoder 135 is capable of receiving, processing, and providingvoice, video, data, and other forms of information to various deviceswithin commercial sales outlet 130. While the configuration of thecommunications network 125 (and in particular, transmitting station 121,receiving station 128, and receiver/decoder 135) will vary according tothe technology used to distribute digital data files 122. For example,while transmitting station 121 and receiving station 128 are describedin terms of a satellite network, one of skill in the art will recognizethat these elements could support broadcast or duplex communicationssystems. These elements could therefore be satellitetransmitters/receiver pairs, a multicast network, a UUCP (Unix-to-UnixCoPy) network, or the like. Alternatively, these elements could benetwork interface cards, microwave transceivers, infrared transceivers,or the like. In this example, a satellite broadcasting system isemployed. Transmitting station 121 and satellite 127 are implementedusing commercially available satellite communication technology, and soare not described in detail herein.

Receiving station 128 and receiver/decoder 135 may also be of anyconventional design, but are preferably implemented using satellitetechnology that lends itself to ease of installation and operation suchas that available from Hughes Networking Systems, Inc., orDigitalXpress. An example of a satellite broadcast solution is theReceive-only Earth Station (RES™) system, by Hughes Network Systems,offers a flexible and cost effective means of receiving data broadcastby satellite. In this configuration, receiving station 128 andreceiver/decoder 135 simply receive data files 122. Reponses to NMC 110,reporting of broadcast errors, reporting of system integrity, reportingof consumer information, and the like are by telephone or leased lines(not shown), or other mechanism. Thus, the focus in this type of systemis the provision of data files 122 to the remote sites.

The RES™ system is a satellite-based digital data receiver supports thedistribution of high volumes of data in a data broadcasting environment.The RES™ design has an L-band receive interface and supports fine tuningin 1 kHz steps. The RES™ system thus provides reliable and efficientsatellite data reception.

The RES™ package includes a low noise block downconverter (LNB), aninterfacility link (IFL), and an indoor unit (IDU). The LNB, which canbe easily integrated with a variety of receive-only antennas,downconverts the RF C- or Ku-band signal to L-band. The L band signalsare sent to the IDU via the IFL. The entire IDU, housed in a spaceefficient set-top box, demodulates and decodes the signal. The RES™system is an elegant and self-contained set-top unit, and is able tooperate in a variety of environments.

The RES™ system is configured and controlled by means of softwarerunning on a personal computer, workstation, “dumb” terminal, or thelike. The software enables the operator to set the unit's operationalparameters. Thus, by software selecting system features such as the datarate, modulation type, and coding type, network flexibility is obtained.The software also maintains a check on the status of the RES™ system.Status information available includes, but is not limited to:

-   -   User data rate    -   Modulation type    -   FEC type    -   Receive frequency and offset, and other receiver parameters

The RES™ system's functional modes include the following four modes.During the idle mode, the RES™ system is quiescent, awaiting commands.During the acquisition mode, the RES™ system is actively searching for areceive signal in a region around an assigned frequency. During thetracking mode, the RES™ system is tracking, demodulating, and sendingdata to the user's system (e.g., a multimedia server 160 in commercialsales outlet 130). During the fade mode, the RES™ system has recognizeda faded signal condition and is waiting for signal conditions to improvebefore resuming tracking mode, or until it times out and returns toacquisition mode. The RES™ system supports the demodulation of signalsmodulated using quadrature phase-shift keying (QPSK)- or binaryphase-shift keying (BPSK) at data rates of between about 64 kbps and2.048 Mbps in multiples of 64 kbps (including 1.544 Mbps). The data rateused is software selectable. The data interface provided is, forexample, an RS-422 interface, although other interface specificationscan easily be met using the given hardware. Error coding can be, forexample, Viterbi decoding (e.g., K=7 in R ½ and R ¾).

Another example of a satellite broadcast system is the Gemini EarthStation (GES™) from Hughes Network Systems, Inc. (HNS), which combinesthe HNS 9100 Universal Modem (UMOD) with a reliable and economicaloutdoor unit (ODU). The ODU unit employs an integrated architecture thatprovides high-performance at reasonable cost. The GES™ is used inpoint-to-point (unicast) and point to multipoint networks. The GES™offers the following advantages over conventional systems:

-   -   Low-cost VSAT stations    -   High reliability    -   Good performance and versatility    -   Single interfacility link (IFL) cable    -   Easy operation and maintenance    -   The remote RF equipment can be controlled from inside the site    -   Simplified aiming of the antenna that requires only a voltmeter    -   Integrates with other HNS products such as the Personal Earth        Station™ (PES™ discussed infra) and the RES™ system (discussed        supra)    -   Local and remote monitor and control capabilities

The GES™ can be configured to operate in satellite bands such as theC-band and Ku-band. The station includes an indoor unit (IDU), an ODU,IFL, and antenna. The IDU consists of an HNS UMOD and an RF interfacemodule (RFM). The 70 MHz intermediate frequency (IF) output of the UMODinterfaces with the RFM to convert the IF signals (transmit/receive) foruse by the ODU. The RFM board also contains a multiplexer to combine allpower, control, and transmit/receive signals onto a single IFL cable.

The universal modem can accommodate quadrature phase-shift keying (BPSK)or binary phase-shift keying (BPSK), although one of skill in the artcould easily envision other modulation schemes that could successfullybe used in this system. A Viterbi, sequential decoding scheme is usedfor forward error correction, with coding rates of ½, ¾, or 1 (i.e., nocoding). Data rates supported by the system range from about 9.6 kbps toabout 8.448 Mbps, and are preferably controlled in 1 bps steps. Datainterfaces that the GES™ supports includes RS-232, RS-449, V.35, andG.703, although other formats can easily be accommodated in such asystem.

The system may be monitored and controlled in several ways, such as by afront panel keypad and display, or by a terminal interface command set(e.g., for use with a “dumb” terminal). Other monitor and controlinterfaces can easily be devised, such as a graphical user interface(GUI) monitor and control system software. Optionally, a Viterbi/ReedSolomon concatenated codec may be employed for improved bit error rate(BER).

An example of a satellite system capable of supporting two way satellitecommunications is the Personal Earth Station™ (PES™) from HNS. Thissystem provides a low-cost, high capability satellite communicationssystem. The system is part of a private satellite network that supportstwo-way data, voice, multimedia, and one way broadcast video and datacommunications between an NOC and remote sites.

A PES™ system is located at each remote site on the network, providingcommunications with NOC 120. NOC 120 may be, for example, a hub stationlocated at a user's headquarters or data center or an HNS operated“shared hub.” The PES™ system effectively supports data intensiveapplications and, at the same time, provides fast response times forinteractive applications. Capacity is allocated to remote sites ondemand, providing optimum response times for remote applications.

The PES™ network is made up of two components: an outdoor unit (ODU) anda digital indoor unit (DIU). The ODU is a small antenna with anantenna-mounted radio frequency (RF) unit that enables the transmissionof signals originating at the remote site and the reception of signalsoriginating from the hub. Functions performed by the ODU include signalreception and downconversion to intermediate frequencies, and signaltransmission and upconversion to radio frequencies. The size of theantenna depends on the data rates used and the satellite coverageavailable. The ODU is installed at the remote site, typically on anon-penetrating mount secured by ballast on the roof of the remote site.

The DIU converts signals to and from baseband frequencies and providesinterfaces to user equipment. The standard DIU is provided with twoports. Additional interfaces are available through a variety ofexpansion options. Multiple protocols are supported enabling interfacesto a variety of data processing and computer equipment. Video istransmitted independently of data and voice. The DIU is attached to theODU through a single IFL cable.

This system can operate, for example, at frequencies in the Ku band, theC band, and other satellite bands, at various data rates. Asynchronousdata rates are supported up to 19.2 kbps, while synchronous data ratesof between about 1.2 kbps and 64 kbps, at standard data rates, aresupported. Interfaces supported include data interfaces, LAN interfaces,voice interfaces, and video interfaces, such as RS-232, RS-422, V.35,RS-530, Ethernet (UTP, coaxial), Token Ring (Type 1, Type 3), RJ-11(two-wire loop start or four-wire E&M). Protocols supported by the PES™system include, but are not limited to, Ethernet (10 Mbps), Token Ring(4/16 Mbps), SDLC (PU4-PU2, PU4-PU4), SDLC-to-Token-Ring, X.25, BSC3270, TINET, Bit and Byte Transparent, HASP, Frame Transparent, X.3/X.28PAD, Broadcast, and other, more specialized protocols.

Alternatively, a system such as that manufactured by DigitalXpress maybe used in implementing receiving station 128 and receiver/decoder 135.One system from DigitalXpress includes an antenna kit and a receiver.The antenna kit consists of a 36″ reflector, a non penetrating roofmount, and Ku-band (11.7 to 12.2 GHz) LNB (low noise blockdownconverter). The antenna is easily aligned and is secured via themount to the roof with ballast. The antenna receives linearly polarizedsignals from the DigitalXpress transponder on the SBS-6 satellitelocated at 74 degrees west longitude. The LNB is located at the focalpoint of the Ku band antenna, receives power from the DigitalXpressdigital satellite receiver and generates an L-band (950 to 1450 MHz) RFsignal which is routed to the satellite receiver via an RG-6 coaxialcable. The antenna has a frequency range of between about 10.95 GHz and12.75 Ghz. Also offered is a 1.2 m antenna with similar characteristics.

The DigitalXpress receiver is a tabletop, VCR sized component thatconnects via coax cable to the LNB and antenna. The receiver has thefollowing outputs:

-   -   S Video    -   Modulated Channel 3/4 TV    -   Stereo Audio    -   Wideband Data Port    -   RS-232 Port    -   RJ-11 Telephone Port    -   RS-422 High Speed Data Port

These outputs are similar to those of a VCR, with the exception of theWideband Data, Telephone, and RS-232 ports, which are used for dataapplications. The receiver kit also includes a security system utilizingan access card. This credit card sized device contains activeelectronics, and employs a verification system that allows onlyauthorized users to decrypt video and computer data.

VI. Digital Department System™ On-Site Network

Receiver/decoder 135 is preferably capable of receiving both digital andanalog information. With regard to data reception and distribution,receiver/decoder 135 is connected to various network nodes in commercialsales outlet 130 via a network system 150. Network 150, while it may bedirectly connected to various other nodes in commercial sales outlet 130is connected in FIG. 1B to multimedia server 160, as noted. For most ofdata files 122, once they are received by receiving station 128 atcommercial sales outlet 130, they, are passed to receiver/decoder 135,which in turn passes them on to multimedia server 160. Multimedia server160 is connected via the network (e.g., an ether network using a TCP/IPprotocol stack, and using FTP file transfers to distribute thepromotional information) to various nodes in commercial sales outlet130. These nodes include (but are not limited to) an in-line home videostation 161, an in-line computer hardware and software interactivedisplay 165, an in store radio system 170, a wall-of-eyes 180 (which maybe connected to either multimedia server 160, or to receiver/decoder 135via a video switch 175, which is optional), listening posts 185,audio/video endcaps 190, audio/video endcaps in other departments 195,on-line services 200 and an entity LAN 210. Entity LAN 210 may beconnected to an on-line internet commerce access system 220, a UNIXserver 230 and/or a CBL server 240, among other such possibleconnections.

Preferably, each site (as represented by commercial sales outlet 130)houses a multimedia server (represented in FIG. 1B by multimedia server160). Each multimedia server is capable of receiving distribution packsand, accordingly, distribute them in store. Interactive Endcaps arecapable of storing their own content and receiving content whendistribution packs are received optionally, other audio content may beserved on demand from multimedia server 160 to the requesting listeningpost or audio/video endcaps 190. Additionally, multimedia server 160 iscapable of driving wall-of-eyes 180 as a separate sub system. Contentintended for wall-of-eyes 180 may be included in a distribution pack (orsent separately) and may be hardware pre empted when a live video feedis presented via video switch 175. DDS 100 is capable of gathering userusage statistics and performing periodic diagnostic checks on itself andaudio/video endcaps 190. Gathered information may be sent by the DDSserver to NMC 110 on a scheduled or on demand basis (e.g., via an FTPbackchannel communication). Optionally, multimedia server 160 may alsoprovide certain in store management functions.

VII. Multimedia Server Operation

Software (not illustrated) residing on multimedia server 160 providesoperational and database functions to support the distribution ofpromotional content and the gathering of system and customer statistics.This software is described in great detail in commonly-owned U.S. Pat.No. 6,366,914, but is described here briefly for completeness.

Multimedia server 160 is a computer (preferably, a PC-compatiblecomputer) that preferably runs one or more of the following softwarepackages:

-   -   DDS distribution receipt module    -   DDS maintenance module    -   Endcap Log Server    -   TCP/IP and FTP network services (or software providing        comparable functionality)    -   HTTP services    -   Wall-of-eyes Script Module    -   IP Multicast Software (or software providing comparable        functionality)

On or more of the above software modules, aside from the distributionreceipt module, are preferably loaded either as services or are rim asbackground tasks. The wall-of-eyes script module is normally the focusedforeground application and so should have CPU priority. The serverpreferably has network access to the endcap stations through networkfile services. Access to the listening posts may be, for example,through TCP level communication. The software on multimedia server 160provides the functionality required to manage content, allow thepreviewing of content, maintain system and consumer statistics, and thelike.

One of the modules needed to implement the DSS system on site is asatellite receiver communications module. Multimedia server 160 willperiodically receive data-from NOC 120. This may be via a satellitereceiver at commercial sales outlet 130 (as shown in FIGS. 1A and 1B),or may be by some other method, such as a wide-area network (WAN), anInternet connection (either by independent service provider (ISP) orleased line), or other method. The data will generally be contained in aZIP file, alone with instructions regarding the directory into which itneeds to be unZIPped. Alternatively, the files may be sent uncompressed,or sent separately, or packaged using a UNIX tar command or equivalent,or by another method.

Via an NMC communications module, multimedia server 160 preferablyprovides the ability to contact (via modem or other communicationsfunctionality) NMC 110. Alternatively, other communication methods maybe used, such as a two way communications system (e.g., WAN, Internet,and the like). For example, the Personal Earth Station™ from HNS mightbe employed as described previously. Multimedia server 160 may contactNMC 110 either on a scheduled basis or an event triggered basis. Anexample of a scheduled dial up could be to report daily usagestatistics. An example of an event triggered dial up could be adiagnostic failure.

Also provided is a data routing module. On a regularly scheduled basis,multimedia server 160 may be configured to search a pre determined listof directories for the existence of new files or new versions of files.If new files are found, they may be sent to a network address associatedwith the directory in which they are found.

Also provided is a boot-up module. When the multimedia server boots up,it preferably commences normal server boot-up functions. Preferably, theboot-up module also checks for evidence of a previous abnormalshutdowns. This may include invoking the data routing module.

Also provided is a management module. The management module has thecapability of providing store management with the ability to log on tothe multimedia server as a user with limited access to makemodifications to pre-defined files. An example would be to create ormodify a text file containing a promotional message for a featuredproduct.

Also provided is a distribution recipient and router module. Thedistribution recipient and router module is preferably started by thesatellite communications module when a file (e.g., one or more of datafiles 122) has been received and is ready for distribution. The filetransferred may be passed on the command line, or provided in anothermanner (e.g., by an operator). Functionality provided by this modulesincludes, but is not limited to the following:

-   -   The ability to de compress distribution packs    -   The ability to determine from setup.ini file where files are to        be decompressed to    -   The ability to route appropriate portions of distribution packs        to addressed Interactive Endcaps    -   The ability to log the reception and routing of distribution        packs    -   The ability to view the distribution logs    -   The ability to provide acknowledgment of packages directly to        the NMC OPERATOR through direct FTP.

Any manner of user interface display may be employed, but preferably, amain window with a grid displaying distribution data log records foreach distribution is presented to the user. No interface is displayedwhen launched with a command line file argument. This module receivesthe filename of the distribution file on the command line when launched.After the file is located, the following operations can be performed:

launched with a command line file argument. This module receives thefilename of the distribution file on the command line when launched.After the file is located, the following operations can be performed:

-   -   File decompression into the temporary directory into individual        compressed files    -   Parsing the setup file to determine the source files and        destinations.    -   Recursive decompression of files into the appropriate        destination directories    -   Removal of temporary and original download files is then        performed    -   A log file record may be generated in the log file

Optionally, if a “delete” file is included in any of the individualfiles, those UPC's and files may be removed from the correspondingsystem(s). The multimedia server should have network access to the nodesreferenced in the destinations. Otherwise, an error may occur and adistribution pack may not be successfully sent.

The purpose of the wall-of-eyes script module is to execute videoplayback scripts for wall-of-eyes 180. Functionality provided by thismodules includes, but is not limited to the following:

-   -   The ability to read the scripts designated for wall-of-eyes 180    -   The ability to play and output to wall-of-eyes 180

This module may be provided with only a consumer interface, or mayprovide other interface functionality.

The video content (preferably MPEG-2 encoded and with no text orgraphics overlay information accompanying same) is made available from,for example, data files 122 received by multimedia server 160. Contentmay be stored locally (on multimedia server 160) or remotely (at NMC110, NOC 120, or on one of the nodes on network 150).

A maintenance module is provided to gather statistics on user usage.Listening posts (or other network nodes) gather daily statistics, andthe module periodically gathers such data into a table and cleans outdirectories containing older versions of such information. A statisticsfile may be maintained for each one of listening posts 185, at one ormore of listening posts 185, at one or more of audio/video endcaps 190,on multimedia server 160, at another of the many nodes connected tonetwork 150, or at a remote location (e.g., NMC 110 or NOC 120).Following are examples of the data that may be logged for each networknode (or groups of nodes, or for only one node) on a daily (or weekly,monthly, or other) basis, using a music CD selection as an example:

-   -   Number of scans per product    -   Number of times a song is accessed by the FWD button    -   Number of times a song is accessed by the REV button    -   Number of times a song plays by default    -   All UPC codes not recognized by system

The system is also capable of scanning these and other in store systemsfor possible errors and reporting them to NMC 110. On a regularlyscheduled basis, multimedia server 160 preferably performs selfdiagnostics, as well as polls listening posts 185 and audio/videoendcaps (e.g., audio/video endcaps 190) for diagnostic status, such asalive and well, low disk space, etc. Signal quality (impedance check) ofwall-of-eyes 180 and other system checks may also be performed. If ananomaly is found, the NMC communications module can be invoked to reportthe problem to NMC 110 so that appropriate action(s) may be taken.

Functionality provided by this modules includes, but is not limited tothe following:

-   -   The ability to gather and catalog daily statistics files created        by listening posts    -   The ability to gather and catalog daily statistics files created        by audio/video endcaps    -   The ability to refresh statistics directories    -   The ability to scan server disk for low disk space    -   The ability to ping and scan interactive endcaps for low disk        space        This module will normally be loaded at all times in multimedia        server 160. At a pre defined interval, usually at an off peak        time, the system preferably:    -   Gathers “.log” files from the listening post directories in an        area on multimedia server 160 and removes them from the log area    -   Copies the log files to the statistics destination directory    -   Ping listening posts and endcaps to ensure they are “alive”    -   Scan endcaps (and local) drive space

Errors are reported to the SNMP agent running as a process in multimediaserver 160 as a trap. Error thresholds are determined by storedsettings.

The interactive endcap module provides the functionality required tosupport in-line home video station 161 and audio/video endcap 190 inallowing users to scan UPC codes of featured products (or otherwiseidentify other products of interest) and be presented with video andaudio clips relating to the product's content, product demonstrations,or the like. This module communicates with a listening post modulethrough a connection over network 150. The interface for this modulecan, for example, allow one or more of the nodes connected to multimediaserver 160 via network 150 to emulate a kiosk. Functionality provided bythis module includes, but is not limited to the following (which arestated in terms of a CD music preview configuration):

network 150 to emulate a kiosk. Functionality provided by this moduleincludes, but is not limited to the following (which are stated in termsof a CD music preview configuration):

-   -   The ability to receive a UPC scan interrupt.    -   The ability to play MPEG and video and audio content associated        with a UPC according to a scan script.    -   The ability to respond to navigation button presses sent from        the listening post module and respond accordingly.    -   The ability to read and play attract and bumper scripts

In this configuration, the module performs the following functions:

-   -   Play an attract mode based on the current script definition.    -   Perform TCP communications with the attached listening post        device used as a scanning station to determine when a product is        scanned and when buttons are pressed. Additionally, the software        will have the ability to send text strings to the LCD panel on        the listening post according to the attract script through this        communication channel. The server based management module will        also use this communications channel pause the system while        updates are being made. When a UPC is scanned, play the scan        script based on the current script definition.    -   Immediately display a product graphic and other information with        any video content displayed.    -   When playing the title video, display any text and graphics        overlays. If the consumer does not press the forward button to        hear more songs, the system at video completion, will display a        graphic informing the user that more audio tracks are available        and prompting them to press the forward button.    -   When playing CD audio tracks, display a background with the        album graphics and text overlays, including the audio titles,        the currently selected track, and any prompts and sponsorship        icons.    -   Video content (which has been defined as MPEG 1, although other        formats may be employed) and other content is stored on the        endcap units local storage using the directory and file naming        conventions described elsewhere in this document.

A wall-of-eyes script module allows multimedia server 160 to interpretthe script(s) associated with wall-of-eyes 180, which are discussedinfra. For purposes of this discussion, a “wall-of-eyes” is a displayusing two or more TV's, monitors, flat panel displays, or other displaydevices. The purpose of the script is to control the content which isdisplayed on the wall-of-eyes. Following are examples of elements thatmay be controlled by the script, although the elements should not belimited to those listed:

-   -   Video clips displayed on wall-of-eyes 180    -   Video clip order and frequency    -   Video clip in/out date and time    -   Graphic overlays per clip    -   Text overlays per clip

For example, a continuous play, 2 hour, 3 non-interactive program can bedisplayed on wall-of-eyes 180, which may [be] done during some or all ofthe site's hours of operation. In one embodiment, a mix of existingentertainment programming (music videos, home video trailers, first runmovie trailers, for example) are played. Original entertainment features(interviews, behind-the-scenes looks at movies/videos, specials onconcert tours), sponsor advertising spots and commercial entityspots/information clips may also be displayed.

Preferably, video is delivered in MPEG-2 format, but other formats, andeven uncompressed, standard video, may be used. The originalentertainment features are preferably provided by outside suppliers(such as production studios). The different programming elements arepreferably assembled at NMC 110 into one cohesive show (although thismay be done at an off site location), and those elements bound togetherwith short introductions, headlines, trivia segments, question andanswer segments, commercial entity facts, station identifications, andthe like, all created by the NMC operator (or other source), therebycreating a finished show image. One benefit of the present invention isthe minimization of burn out/annoyance of outlet personnel constantlyexposed to the content displayed. Repetition is kept to a minimum, whilestill meeting advertising objectives of advertisers.

Programming may employ the following exemplary guidelines of Table 2,although other scenarios will be apparent to those skilled in the art:

TABLE 2 EXEMPLARY PROGRAMMING GUIDELINES. Minutes of hour Description17.5 Music Videos: 5 videos per hour, 3.5 minutes each, non- repeatingduring the 2 hour show 5 Home Video Trailers: 5 trailers per hour, 1minute each, non- repeating 4 Theatrical Movie Trailers: 2 trailers perhour, 2 minutes each, repeating once per hour 9 Corporate Sponsor Ads: 9Sponsor advertisements per hour,: 30 each, repeating twice per hour 20Production studio TV content: 4 segments per hour, 5 minutes each,non-repeating 3 Announcements for commercial sales entity: 6segments/hour, :30 each, repeating once per hour 1.5 Glue segments: 9segments/hour, 10 seconds each, repeating once per hour

Total running time for this example is 60 minutes. Content is preferablycompletely revised on a monthly basis with 25% of content changed everyweek. Preferably, whenever possible, multiple versions of repeatingcontent, particularly sponsor announcements, are rotated within eachhour and on a weekly basis.

Preferably, programming is scripted with separate files for each contentelement (handled by the wall-of-eyes script module). This allows forseamless changing of content pods at any time via the chosencommunications method. Also preferably, there are several regionalizedversions of each months program (the specific number of which can easilybe configured). Each regionalized version emphasizes a different musicgenre (e.g., country, rock, alternative, and the like). Sponsorships maybe changed between each of the versions, although that is not necessarysponsorships may be the same for all versions; any amount of the contentmay remain unchanged between the versions.

The program preferably has the capability to switch from preparedprogramming to delayed live feed programs (special events, messagesfrom/interviews, and other live-action sources), with switching takingplace at the level of the commercial sales outlet (using, for example,video switch 175) or at entity headquarters (NOC 120 or actualheadquarters).

One of the primary functions of multimedia server 160 is the provisionof content to nodes connected to network 150. These tasks are handled byan audio playback communications module. The following is an example ofthe functionality that can be provided by the audio playbackcommunications module. When a barcode is scanned at a listening post,the UPC code is transmitted to the multimedia server via network 150.This is just one example of what can be done with such information,however. The information could be processed by computer of audio/videoendcap 190, one of listening posts 185, another node on network 150, ora remote location (e.g., the NOC or NMC). The audio playbackcommunications module “looks up” the UPC code and sends the data back tothe requesting node, such as audio information for previewing a musicCD:

-   -   Compressed audio file for the first track preview    -   Multiple lines of text associated with each UPC code (e.g.,        artist name, price)

Alternatively, the audio data may be streamed to the node using, forexample, real time audio compression and transmission technology. Thisis also true for video data sent throughout this system. In the audiofile example, when the FWD button is pressed, the current audio previewis interrupted and a subsequent audio file is sent to the listening postThe number of times the FWD button generates anew audio preview isdependent upon the number of previews available for a given CD. If theFWD button is pressed during the last preview, a text string (or otherdata) will be sent to the listening post indicating that no morepreviews are available. This data may be displayed, for example, on anLCD display at the listening post.

If the REV button is pressed during any subsequent audio preview, thepreview is interrupted and the previous audio file is sent to thelistening post. If the REV button is pressed during the first audiopreview, a text string (or other data) may be sent to the listening post(again, that may be displayed on an LCD display) instructing theconsumer to push FWD for more previews. If an audio file completesplaying uninterrupted, the subsequent audio file will be sent. Thisaction may continue until all audio files for the scanned CD haveplayed, or may be re run in an infinite loop. If a new CD is scannedduring audio playback, the new UPC is processed, playback is interruptedand an audio file for the new CD is sent.

If a barcode is scanned and the UPC is not recognized by the multimediaserver, a text string (or other data) is sent to the listening post fordisplay, notifying the consumer that no previews are available for thatbarcode. If a CD barcode is scanned at the interactive endcap, and it isnot a featured product (i.e., it has no video available), the endcap maybe configured to emulate a listening post from the multimedia server'sperspective in such a scenario.

VIII. Listening Post

Listening posts 185 permit users to preview audio clips from variousrecorded media, including CDs, albums, tapes, DAT tapes, and otherrecordings. Wall-of-eyes 180 and audio/video endcaps 190 can be used toallow customers to preview both prerecorded audio material andprerecorded video material, prior to purchase, based on selections madeusing one of listening posts 185. Similarly, audio/video endcaps inother departments 195 allow users to learn about various products eithervisually or audibly by inputting identifying information into thesystem. For example, a customer could use a keypad, mouse, trackball, orother input device to select from one of a number of displayed productsto learn more about that product. Alternatively, a universal productcode (UPC) scanner could be used to read the UPC off of the product whenthe user scans that product with a scanner. A benefit of this method isthat the UPC is guaranteed to be unique. Once a UPC is scanned in,informational material stored either on the endcap or on multimediaserver 160 may then be provided to the customer to inform them about theproduct. In the case of audio or video material, audio or video (or acombination thereof) is provided to the customer to acquaint them withthe selection they have chosen. For example, audio clips may be playedat listening posts 185 and/or audio/video endcaps 190 (among otherlocations), and videos displayed on wall-of-eyes 180 and/or audio/videoendcaps 190, in one embodiment of the present invention.

Listening posts (exemplified by listening posts 185 in FIG. 1B) arepreferably provided in DSS 100 to allow a consumer to preview productcontent, although they can be configured to allow users to view productdemonstrations, product stills, and other advertising content. Alistening post is a dedicated device that can be configured, forexample, to play audio samples from CDs for users (e.g., consumers) topreview. Several embodiments of listening posts 185 are described incommonly-owned U.S. Pat. No. 6,539,417. Listening posts 185 areconnected to multimedia server 160 via network 150. Several modules areemployed in operating the Listening posts.

First is the user interface module, which implements a user interface,used by the consumer to interact with the Listening post. The userinterface module provides one or more ways for the consumer to interactwith the system. In the example of playing music clips from CD's, theseinclude:

-   -   A barcode scanner    -   Forward (FWD) button    -   Reverse (REV) button    -   Volume up (UP) button    -   Volume down (DN) button

The barcode scanner allows the consumer to scan the barcode any productin the department. When a barcode is scanned, the UPC is transmitted tomultimedia server 160 to be handled by the audio playback communicationsmodule. The listening post will decode the compressed audio files whichare streamed from the multimedia server and display the text on theliquid crystal display (LCD). When the FWD button is pressed, aninterrupt is sent to multimedia server 160 notifying the audiocommunications module to take appropriate action. When the REV button ispressed, an interrupt is sent to multimedia server 160 notifying theaudio communications module to take appropriate action. The volumebuttons are self-explanatory.

A display module is provided to manage the display of information. Thedisplay module decodes the audio files which are sent from multimediaserver 160. The display module also retrieves any text data sent alongwith the compressed audio data and displays it on the Listening post'sdisplay.

A multimedia server communications module is provided to allowcommunication between the Listening post and multimedia server 160. Theserver communications module is responsible for logging on to themultimedia server when the Listening post is initialized. When a barcodeis scanned, the server communications module transmits the UPC to, forexample, multimedia server 160 (although other nodes on the network,such as NOC 110 or NMC 120, may also be accessed). Similarly, wheneither the FWD or REV buttons are pressed, the server communicationsmodule notifies multimedia server 160, in order that the properselection is provided to the user. The server communications module alsoacts as the “sentry” that recognizes a compressed audio file being sentfrom the multimedia server 160 and routes it to the display module.

The various providers provide content to NMC 110 (or other entity) forediting and storage in digital file format, in order to provide aconstantly updated library of content to sample. Each content sampleconsists of a number of segments (e.g., several available music clips),preferably 3. In the example of music CDs, each segment is a music clipthat is preferably a 25-30 second “hook” from a song, edited from asample CD. Preferably, this is the second or third chorus of each songpreceded by a 4 6 second transition phrase.

An average of 400 new 3 song album samples may be added to the networkeach month (although a greater or lesser number of samples could beadded); simultaneously, a similar number of older samples will bedeleted each month. Additions and deletions are preferably implementedtwice per week (approx. 50 samples at a time), although this periodicitymay be easily altered. Additions and deletions may also be scheduledahead of time.

Content-may be delivered to the consumer over headphones, which can besnapped out and replaced easily by NMC (or other) representatives, whilestill maintaining security and strain relief when in use. Wirelessheadphones or speakers, among other audio output devices, may also beused. Enclosures will have the capability to be easily retrofitted forsmall speakers. Listening posts 185 may also be configured to providevideo content, in order to enhance the consumer's previewing experienceby providing video content, such as music video clips corresponding tothe audio clip being played.

Listening posts may be, for example, of two types: dedicated andnon-dedicated (although other configurations can easily be envisioned byone of skill in the art). Dedicated Listening posts include elementssuch as a barcode scanner, two-line LCD panel, Ethernet card, TCP/IPstack, FTP client, and other components necessary to support therequisite communications and the previewing of content and advertising.Functionality provided by a dedicated Listening post includes, but isnot limited to the following:

-   -   Perform scanning functions    -   Perform user button press functions (e.g., navigation, volume)    -   Retrieve and playback audio files as well as read text files to        display on LCD panel from server according to UPC code and user        button presses

The listening posts communicates with multimedia server 160 via anetworking protocol, such as FTP, over network 150. Files associatedwith each UPC are stored in a special directory on the server which willprovide for rapid lookup given a particular UPC. Usage statistics andlistening post files are stored in unique directories for each listeningpost.

In contrast, non dedicated Listening posts, while similar to thededicated posts, perform some slightly different functions. The audiooutput from the unit may be looped into the line in on one of theaudio/visual endcaps' soundcards. Functionality provided by a nondedicated Listening post includes, but is not limited to the following:

-   -   Periodically retrieving ‘featured’ CD list and home video list        files from server and store internally for fast lookup    -   Performing listening post functions for non-featured titles (non        video titles), and perform normal statistics gathering for        titles    -   Notifying of UPC scans to the interactive endcap PC for featured        titles    -   Button press notification to the interactive endcap

Listening posts 185 may be standalone, or may be associated withaudio/video endcaps 190 and/or in-line home video station 161, which areconnected to multimedia server 160 by one or more connections. Oneconnection may be provided for the computer portion and one connectionfor the listening post, for example. The non dedicated listening postand audio/video endcap may be configured to communicate over network 150via, for example, a TCP socket connection.

For featured titles and home videos, the UPC is sent to the audio/videoendcap's computer through a TCP socket connection. No audio need beplayed by the listening post during such a transaction. Optionally, fornon video and non-featured titles, a UPC code of 00000000000 may be sentto the audio/video endcap's computer to designate that a static graphicshould be displayed.

All button presses are preferably sent to the audio/video endcap'scomputer (e.g., through a TCP socket). Volume settings and contentnavigation may be handled by the audio/video endcap's computer. Thelistening post output may remain constant at this juncture. Theaudio/video endcap's computer may be configured to ignore button presseswhen a non-featured title is currently being played by the listeningpost.

IX. Audio/Video Endcaps

Audio/video endcaps 190 allow users to preview audio and video samples.Examples of such endcap systems are described in commonly-owned U.S.Pat. No. 5,815,471 and commonly-owned U.S. Pat. No. 5,990,879. Anotherexample of such systems is described in commonly-owned U.S. Pat. No.5,084,768.

Audio/video endcaps 190 may be PC based systems, or may use anothercomputer platform (e.g., a workstation, a single board computer, orother processing platform). One or more of the computer's storage unitspreferably contains all of the content (video, audio, graphics, text,and so on) associated with the products featured at the endcap. It willbe connected to the multimedia server via network 150.

The user interface of audio/video endcaps 190 includes several ways forthe consumer to interact with the system, five examples of which are nowlisted. First is a barcode scanner, which allows the consumer to scanthe barcode of products, such as CDs featured at an endcap, or any otherproduct in the department. For example, when a barcode of a CD isscanned, the UPC is transmitted to the endcap's computer. If the CD is afeatured product, content is played back per the scan interrupt script.If the CD is not a featured product, the UPC is transmitted to themultimedia server to be handled by the audio playback communicationsmodule. The endcap may then emulate a listening post by playing theaudio files which are streamed from the multimedia server and displaythe text on the endcap's display (e.g., an LCD display). For example, ifa home video is scanned at the interactive endcap, a graphic screen maybe displayed instructing the consumer to scan the video at in-line homevideo station 161.

Several controls are provided to allow the user to control thepresentation. The user can control which of the possible audio and/orvideo clips are being played. If the forward (FWD) button is pressedwhile the music video for a featured product is playing, the video isinterrupted, and preferably, if an audio preview is available, it shouldbegin to play. The number of times the FWD button generates a new audiopreview is dependent upon the number of previews available for a givenCD. If the FWD button is pressed during the last preview, a text string(or other data) may be displayed indicating that no more previews areavailable. Alternatively, the play may cycle back to the beginning. Ifthe FWD button is pressed while audio files from the multimedia serverare being played (i.e., the product scanned was not a featured product)the endcap emulates a listening post by sending a FWD button interruptto the multimedia server.

The reverse (REV) button has no effect unless a second or subsequentaudio file is being played. If the REV button is pressed during a secondor subsequent audio preview, the preview is interrupted and the previousaudio file begins playing. If the REV button is pressed during the musicvideo or the first audio preview, a text string will be displayedinstructing the consumer to press the FWD button for more previews. Ifthe REV button is pressed while the PC is playing a second or subsequentaudio file from the multimedia server (i.e., the product scanned was nota featured product) the PC will then emulate a listening post by sendinga REV button interrupt to the multimedia server.

The audio/video endcaps allow the user to adjust the volume of the audioportion of the presentation. Pressing the up button increases the audiovolume within a preset range. Pressing the DOWN button decreases theaudio volume within a preset range.

The audio/video endcap's display module of plays multimedia data basedon information contained in the scan interrupt script and the attractscript. Following are examples of the types of multimedia data that canbe displayed, although the audio/video endcaps may be configured othertypes of multimedia may be displayed:

-   -   Compressed video files with audio    -   Compressed audio only files    -   Graphics files—icons for video overlay    -   Graphics files—icons and backgrounds    -   Text files—video overlay    -   Text files—overlaid on graphics    -   Text files displayed on the LCD

A script module is responsible for interpreting data contained in atleast the “attract script” and the “scan interrupt script” script files.The attract script defines what is displayed on the color monitor andthe LCD when no consumers are using the system. Following are exampledof the color monitor display elements which may be controlled by theattract script:

-   -   Video clips (incl. attract videos, product videos, sponsor        videos and bumpers, etc.)    -   Video clip order and frequency    -   Video clip in/out date and time    -   Graphic overlays per clip    -   Text overlays per clip        The following LP display elements which may be controlled by the        attract script:    -   Text files (instructional text, promotional text, advertising        text, etc.)    -   Text file order and frequency    -   Text file in/out date and time        LCD text files (or the files containing the data to be        displayed) may be linked to particular video clips or played        independently.

The scan interrupt script defines what is displayed on the color monitorand the LCD when a consumer scans the barcode of a featured CD. The scaninterrupt script may be configured to contain a look-up table whichreferences the UPC of featured products to elements associated with thatproduct. This is likely the simplest method, but other methods existwhich are equally effective (e.g., a list of names and descriptions).For example, the following are elements which may be associated with aCD's UPC, among others:

-   -   Music video file    -   Graphic icon overlays for music video    -   Text overlays for music video    -   Audio files (multiple)    -   Graphic screens for display during audio only playback    -   Graphic screen for display when a home video is scanned    -   Graphic screen for display when the UPC is not recognized    -   Icon overlays for audio only screens    -   Text overlays for audio only screens (song titles, liner notes,        etc.)    -   Text files to be displayed on the LCD        The scan interrupt script may also define data, such as        corporate sponsor bumpers, that can be displayed on the color        monitor and LP display before or after the scanned product data        is displayed.

A statistics file can also be maintained on the audio/video endcap. Datalogged on a daily (or weekly or monthly or other) basis by any one ofthe nodes in the present invention includes, but is not limited to:

-   -   Number of scans per product    -   Number of times a selection is accessed by the FWD button    -   Number of times a selection is accessed by the REV button    -   Number of times a selection plays by default    -   All UPC codes not recognized by system

The server communications module is responsible for logging on tomultimedia server 160 when an interactive endcap initializes. Multimediaserver 160 may be configured to periodically send new or updated filesto the interactive endcap. The multimedia server communications module(or software modules on the Listening post or audio/video endcap)processes the files, optionally in background mode. This is done toensure that files that are replaced are not in use. The files that areno longer required by the scripts may be deleted, preferably at thistime. On a scheduled basis (also, optionally, in background mode), themultimedia server communications module (or other, as indicated) maysend the daily statistics data to multimedia server 160, NOC 120, NMC110, or other node/entity on the network (e.g., the information might besupplied to a distributor, or directly to the manufacturer, formarketing purposes, or to implement just-in-time stocking). The systemmay be configured to offer shoppers a video clip (e.g., a 30 secondfull-motion MPEG-1 video clip),followed by one or more audio clips(e.g., three 25- to 30-second audio clips). This may be done each time afeatured title is scanned, for example. Sponsorship may employ a modelthat provides a number of sponsor slots in the unit's programming. Thesystem may also provide placement on wall-of-eyes 180 to sponsors thatare on audio/video endcaps 190 (or other sponsors or entities).

A display (e.g., a 20″ TV monitor) is preferably mounted on top of andslightly behind the existing endcap fixture, with a scanner enclosurepreferably mounted into the top center slot of the fixture. Input fromthe user may take many forms. This could be, for example, a scan of aUPC code or a button touch on a system keypad. The fixtures on a rackare preferably configured to hold one or more of the products for whichinformation is available at the endcap. For example, the fixtures on arack might hold 42 CD facings (jewel cases) (6 rows×7 columns) or 28facings (long box security cases, 4 rows×7 columns). Otherconfigurations for holding CDs (or other audio/video products, or otherproducts in general) are, of course, possible.

Assuming a CD music configuration with 42 facings, most or all of thecontent preferably changes monthly, with 10-11 titles added/deleted oncea week, video content may be from several sources and in several forms.Such content might, for example, be edited from tape provided by therecording company. Audio content is preferably identical to the contentdeveloped for the Listening post system, but that need not be the case.Preferably, the system plays audio only samples of any title in thedepartment through its speakers, with an onscreen graphic explainingthat only audio is available for that title. A custom attract mode mayalso be provided for the initial system launch, and revised atprescribed intervals. Attract modes may be customized for seasons,holidays, special themes, or for other reasons, to provide anappropriate for the recordings/videos/products being promoted.

Audio/video endcaps 190 may run the following software, among othersoftware:

-   -   Audio/video Endcap Software    -   TCP/IP services        The above modules may be loaded at initialization, if desired,        or may be loaded at a later time. The audio/video endcap        software provides the basic functionality required for the        endcap's operation, while the TCP/IP services provide        connectivity to multimedia server 160 (although other networking        protocols and standards could be employed to provide such        functionality). Each endcap may store content locally (or may        retrieve content from one or more nodes one [sic] the network)        and need not feed data from the server over the network in real        time, if that is desired. Preferably, however, content is        delivered with normal distributions.        X. In-Line Home Video Station

In-line home video station 161 is preferably based on a PC-compatiblesystem, although a single board computer of any architecture, aworkstation, or other system may be used. The computer of in-line homevideo station 161 preferably contains the content (video, graphics,text, etc.) associated with the home video products featured in thedepartment. This may be 400 or more such items. Preferably, the computeris connected to the multimedia server via Ethernet, although othernetworking architectures may be used, as may serial lines and othermodes of communication. In-line home video station 161 possessesfunctionality similar to that of an audio/visual endcap, althoughcertain features may be deleted or changed.

The content displayed by in-line home video station 161 is preferablyin-home video selections, although other audiovisual information (e.g.,product demonstrations) can be displayed by in-line home video station161 in response to its selection by a consumer. Users can pick up anyvideo box in the section, scan the UPC code (or indicate the identity ofthe video by some other input means), and receive a video sample of thefilm (e.g., a 30 second, full-motion video review or advertisement forthe selected title).

Using this system, video previews may have a superimposed box cover andtitle on screen during the video. Other on screen graphics (such aspricing and release date info) may be made available and are easilychangeable using the present system videos and video clips may bedelivered in a compressed, digital format (e.g., MPEG 1 format). Contentmay be edited, for example, by pulling 30 second clips directly off tapesupplied by manufacturers (the preferred method), editing down the 90120 second dealer trailers supplied by labels, or editing out two 15second segments from the full length movie and splicing them to a 30second clip. Preferably, all titles in the department are previewable.

Preferably, the commercial entity provides the NMC operator a monthlylist of titles to be updated, along with key contact names at videomanufacturers. Of course, any method of title selection may be used todetermine which titles will be used. For example, tapes (and titles) maybe provided directly by manufacturers. Sponsor messages from one or moreSponsors may precede requested videos. As with the music endcap, homevideo Sponsors will appear on wall-of-eyes 180. In-line home videostation 161 preferably has a custom attract mode, which may be changedperiodically and be tied to seasons, holidays and special events, forexample.

XI. In-Line Computer Hardware and Software Display

The in-line computer advertising of computer hardware and software(exemplified by in-line computer hardware and software display 165) mayuse, for example, a PC-compatible, interactive hardware and softwarepreview system (preferably displayed “onshelf” as a standard computeravailable for sale), although another computing platform could easily beused. Thus, information is delivered on computer products for sale atthe commercial sales outlet and/or through the commercial entity. Assuch, it may be located in-line in the computer aisle, or elsewhere, ifdesired. Access may be with a mouse and keyboard, for example (althoughany one of a multitude of common input/output devices may be employed).The in-line display computer will be connected to the multimedia servervia a connection to network 150.

The user interface is defined by the user interface module. If consumerswish to purchase a previewed product, they may select the product(s),input name/address information via the keyboard, press a “print” buttonand receive a dot matrix printed ticket with an order number. They needonly to hand the ticket to a cashier to pay for the product and have itshipped home or delivered to the store within a few days. NMC 110 neednot be involved in the transaction process beyond providing content,collecting information, and ticket printing.

Alternatively, the user might enter a code into the system (e.g., theperson's phone number), make the desired selections, and send theinformation to the commercial sales outlet's computer via the network.The user might then pickup and pay for the item when departing thecommercial sales outlet, or may have the item shipped to a desiredlocation.

In order to track consumer information, a statistics module is alsoprovided. The statistics module will maintain a statistics file on thePC (or elsewhere on the network (e.g., on multimedia server 160)).Following are examples of the data that may be logged on a daily basis:

-   -   Number of selections for previewing per product    -   Number of tickets issued per product

Content is provided from multimedia server 160. Consumers have access topreviews of multiple computer hardware and software products,representing computer products available through the commercial entity.In operation, for example, by clicking on screen with a mouse, the usermay search by manufacturer, feature set, price range, and/or othercriteria, and will be presented with full color graphics, text, audio,video, and so on, summarizing the key features and benefits of eachproduct.

The NMC operator (or another entity) can collect camera ready art of thecomputer products to be offered for sale from the manufacturers, alongwith key selling points, and may create and deliver, informationalmessages on each product available for sale. A basic fee may be chargedto the manufacturer, on a per message basis. Content is preferablychanged periodically. For example, content maybe changed at the rate of5 10 titles per month, and delivered to stores on a semiweekly basis (ormore or less often) if desired (or necessary). The NMC operator (oranother entity) may develop attract modes highlighting various computerproducts, features, tips, and/or other information. Sponsorship may comefrom a number of sponsors, for example computer related product/servicecompanies, or from companies unrelated to the computer industry.

XII. Direct Video

As noted, data sent via communications network 125 can be of severaltypes. For example, receiver/decoder 135 may provide audiovisualtraining information to video cassette recorder (VCR) 140 via the directvideo capabilities that communications network 125 may support (e.g.,real time analog, high definition television (HDTV), or digital videoinformation). Training VCR 140 allows such audiovisual information to berecorded for later playback, to allow the audiovisual information to bereplayed for off line training or during multiple training sessions.

Alternatively, the audiovisual information transferred via the directvideo capabilities that communications network 125 may be displayed ontelevision 141 in real time by properly configuring VCR 140. Suchinformation may include informational programs, training programs foroutlet employees, and other business related information intended forpersonnel at commercial sales outlet 130.

XIII. General System Operation

Digital department system 100 operates in the following manner.Promotional content and informational content from advertiser 102,recording company 104, movie studio 106, and/or other content provider108 (among other such providers) is collected and compiled by NMC 110,and converted into digital data files 122 by digitization.Alternatively, NMC 110 may assemble the necessary promotional materialsfrom publicly available or privately available information sources (CDs,other recordings, videos, and other sources) for distribution.Additionally, such promotional materials may not require digitization,in which case the information may be distributed using analogtechniques.

Assuming that digitization is the preferable means of distributing thisinformation, digital data files 122 are provided to NOC 120 fordistribution via satellite to one or more commercial sales outlets (asexemplified by commercial sales outlet 130). However, satellitedistribution is but one way of distributing digital data files 122.Other methods, such as wide-area networks (WAN), internet connections(via, for example, an independent service provider (ISP)), or otherelectronic distribution medium could be employed in place ofcommunications system 125 (FIG. 1A).

Again, assuming a satellite multicast system is employed,receiver/decoder 135 receives and decodes the digital informationrepresenting digital data files 122 at commercial sales outlet 130.Digital data files 122 are then forwarded from receiver/decoder 135 tomultimedia server 160 for distribution. Digitized video or analog videomay then also be supplied to training VCR 140 and/or to television 141,for the in store use of employees being trained, for example. Multimediaserver 160, as indicated in Appendix A, distributes the promotionalinformation in digital data files 122 to various points in commercialsales outlet 130 (e.g., wall-of-eyes 180, in store radio system 170,in-line computer hardware and software display 165, audio/video endcapsin other departments 195, listening posts 185, and other destinations).

Additionally, multimedia server 160 may be connected to on-line services200 or (either directly or via entity LAN 210 to on-line internetcommerce access system 220) to provide on-line access to promotionalmaterials by customers accessing the system over the internet or by dialup lines, for example. Information provided to in store radio system 170may either be digitized or analog audio, and may be provided inpredetermined segments and timeslots, or may preempt current in-storeprogramming.

In-line computer hardware and software 165 displays promotionalmaterials stored either on storage systems within in-line computerhardware and software display 165 or on multimedia server 160, forexample. The promotional materials, preferably relating to computerhardware and software, offer the customer an on-line catalog which thecustomer can browse and select products for purchase end. An example ofits operation would be as follows.

A customer would browse the on-line catalog; select the desired computerproducts, enter a unique code identifying the customer (e.g., thecustomer's phone number), and then proceed in one of two ways. First,the customer could simply print out an order and proceed to the checkoutarea, provide the slip to a clerk who would then provide the computerproducts to the customer. Alternatively, the customer could go to thecheckout and simply provide their customer code to receive the desiredcomputer products. Another alternative would be for the customer to payfor the products at the checkout and have the commercial entity ship thecomputer products to the customer home address, or to another location.The system would display graphics, full-motion video, and technicalinformation, possibly along with audio information, in informing thecustomer as to the various computer products for sale. In-line computerhardware and software display 165 allows integration into digitaldepartment system 100 and offers yet another avenue of promotionalcontent delivery.

An example of DDS 100 is also provided in the accompanying Appendix. TheDigital Department System™ described in the Appendix includes certainelements, features and functions of a system embodying the concepts ofthe present invention.

The foregoing description of preferred embodiments of the invention hasbeen presented for the purposes of illustration and description. It isnot intended to be exhaustive or to limit the invention to the preciseform described, and many modifications and variations are possible inlight of the teaching above. The embodiments were chosen and describedin order to best explain the principles of the invention and itspractical applications to thereby enable others skilled in the art tobest utilize the invention in various embodiments and with variousmodifications as are suited to the particular use contemplated. It isintended that the scope of the invention be defined by the claimsappended hereto. It should be noted that all trademarks and copyrightsused or recited herein are the property of their respective owners.

1. A method of distributing promotional materials, comprising:assembling a plurality of promotional materials into a plurality ofdistinct and different distribution packs, each of the distributionpacks associated with a different one of a plurality of commercial salesoutlets, wherein the plurality of promotional materials associated witheach distribution pack is selected according to criteria related to aparticular commercial sales outlet, the criteria including demographicinformation associated with the particular commercial sales outlet;distributing the plurality of distribution packs to the commercial salesoutlets; and at each of the plurality of commercial sales outlets;receiving the distribution packs; disassembling the receiveddistribution packs to obtain copies of the plurality of promotionalmaterials; and distributing certain of the promotional material copiesto a node on a private network in the particular commercial salesoutlet, the node being capable of communicating the certain of thepromotional material copies to a consumer, the certain of thepromotional material copies being selected responsive to requestsreceived from the consumer.
 2. The method according to claim 1, furthercomprising interactively displaying the certain of the copies usingcomputer hardware and software in response to input from the consumer.3. The method according to claim 1, further comprising displaying realtime direct video communication function wherein business relatedaudiovisual information is directed to commercial sales outletpersonnel.
 4. The method according to claim 1, wherein the certain ofthe copies represent consumer informational content.
 5. The methodaccording to claim 4, wherein the consumer informational content ispresented in at least one format selected from the group consisting ofMPEG 1 and MPEG
 2. 6. The method according to claim 1, wherein therequests are received from the consumer by detecting a productidentifier presented by the consumer.
 7. The method according to claim1, wherein the requests are received from the consumer using one or moreinput devices including a keypad, a trackball, a mouse and a barcodereader.
 8. The method according to claim 1, wherein the criteria furtherinclude a product identifier provided by the consumer, the productidentifier being provided includes scanning a uniform product code fromthe product with a barcode scanner.
 9. The method according to claim 6,wherein the detecting activates playback of consumer informationalcontent stored on one member selected from the group consisting of anendcap and a multimedia server.
 10. The method according to claim 9,wherein the product identifier is a uniform product code, and furthercomprising: receiving a uniform product code scan interrupt when theuniform product code is detected; playing MPEG and audio/video contentassociated with the uniform product code according to a scan script;responding to a plurality of navigation commands sent from a listeningpost module; and receiving and playing attract and bumper scriptsresponsive to the navigation commands.
 11. The method according to claim10, further comprising: playing other attract mode scripts;communicating with an attached listening post device, the attachedlistening post device being used as a scanning station to receive theproduct identifier and the navigation commands and to generatenavigation commands responsive to input received from the consumer;sending text strings to one or more LCD panels associated with alistening post according to the attract mode script; displaying videocontent provided in the consumer informational content and productinformation associated with the video content; while displaying thevideo content, and graphics information included in the productinformation; playing audio content in the consumer informationalcontent; displaying a background when playing the audio content, thebackground comprising graphics and text overlays associated with theaudio content, including one or more members selected from the groupconsisting of audio titles, currently selected track, consumer prompts,and sponsorship icons; and storing the certain of the copies on anendcap unit local storage.
 12. The method according to claim 8, furthercomprising transmitting the uniform product code to a multimedia server.13. The method according to claim 12, wherein the uniform product codeis detected by at least one member selected from the group consisting ofan audio/video endcap, a listening post and another node on the privatenetwork.
 14. The method according to claim 11, wherein the audio contentis streamed to the node using real time compression and transmission.15. The method according to claim 11, wherein the video content isstreamed to the node using real time compression and transmission. 16.The method according to claim 9, wherein the uniform product code isobtained by scanning a video box and the consumer informational contentincludes a video sample of a film contained in the video box.
 17. Asystem for distributing promotional materials to a consumer in acommercial sales outlet, comprising: means for assembling thepromotional materials, wherein the promotional materials are selectedaccording to factors including requests made by the consumer anddemographic information associated with the commercial sales outlet;means for digitizing the assembled promotional materials into at leastone digitized distribution pack; means for distributing the at least onedigitized distribution pack to the commercial sales outlet; means forreceiving the at least one digitized distribution pack at the commercialsales outlet; means for disassembling the at least one digitizeddistribution pack into digitized components; and means for distributingat least one of the digitized components to a node on a private networkin the commercial sales outlet, the node being capable of communicatingthe promotional materials represented by the digitized components to theconsumer, wherein communicating the promotional materials is activatedupon detection of a product identifier for a product.
 18. The systemaccording to claim 17, wherein the detection of the product identifierincludes scanning a uniform product code from the product with a barcodescanner.
 19. The system according to claim 17, wherein the detection ofthe product identifier includes the consumer inputting the productidentifier into the system using an input device.
 20. The systemaccording to claim 17, further comprising means for displaying real timedirect video communication function wherein business related audiovisualinformation is directed to commercial sales outlet personnel.
 21. Thesystem of claim 17, wherein the factors include information related topast sales activities at the commercial sales outlet.
 22. The methodaccording to claim 1, wherein the criteria include requests made by theconsumer.
 23. The method according to claim 1, wherein the criteriainclude information related to past sales activities at the commercialsales outlet.
 24. The method according to claim 1, wherein eachdistribution pack includes at least some promotional materials that arecommon to all of the plurality of distribution packs.
 25. The methodaccording to claim 1, wherein each distribution pack includes at leastsome promotional materials that are common to some of the plurality ofdistribution packs.